Icon comes to Switzerland
Axel Springer launches the Swiss edition of the German style magazine Icon on May 2, 2014. It will be inserted four times a year in the Handelszeitung and Bilanz. Icon thus replaces the previous lifestyle magazine First. In Germany, Icon has already successfully established itself as a supplement to Welt am Sonntag.
Under the leadership of editor-in-chief Inga Griese and Bilanz lifestyle expert Pierre-André Schmitt, Icon reports in detail on trends in fashion, jewelry, beauty and travel. Celebrities and insiders from the world of fashion also have their say. The style magazine is aimed at a particularly brand-conscious readership. Visually, Icon also focuses on sensuality and opulence. Its design trademark is a mix of photography and illustration. German Icon has won the "european newspaper award" several times for its journalistic style.
Women, Economy, Fashion
By celebrating the beautiful and pleasurable things in life, Icon ideally complements Bilanz and Handelszeitung, says Thomas Garms, Managing Director of Business Media. The topic of lifestyle has only limited space in these classic business titles. Due to the ongoing increase in female readers, there is a growing interest in the topic of fashion and style. The publication is to cover this in the future. Icon is "even more female than First," says Garms. In addition to Bilanz and Handelszeitung, the magazine has another central distribution channel through a cooperation with fashion retailer Bongénie Grieder. Their top customers receive the magazine by mail. Icon is also distributed in fashion stores.
One editorial office for two countries
With the launch of the title, which has already won an award in Germany, Axel Springer Schweiz is expecting strong editorial synergy effects. "In a small country like Switzerland, the editorial resources for a lifestyle supplement are limited," explains Garms. The cross-national cooperation enables a higher quality, he adds. It is particularly suitable for an internationally oriented business like fashion.
Oversized format
The format of Icon is eye-catching. With its 260 mm × 365 mm, it offers "the stage with the largest magazine format in the German-language magazine space," emphasizes Axel Springer. It would be a pity to have to fold the oversize format in order to send it out. Fortunately, the publisher has found a way to deliver Icon unfolded.
Simone Isliker
